• Knowledge Management Research
• /
• v.25 no.1
• /
• pp.43-66
• /
• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• Journal of the Korea Society of Computer and Information
• /
• v.29 no.3
• /
• pp.21-41
• /
• 2024

This study explores the relationship between users' attachment styles and their interactions with ChatGPT (Chat Generative Pre-trained Transformer), an advanced language model developed by OpenAI. As artificial intelligence (AI) becomes increasingly integrated into everyday life, it is essential to understand how individuals with different attachment styles engage with AI chatbots in order to build a better user experience that meets specific user needs and interacts with users in the most ideal way. Grounded in attachment theory from psychology, we are exploring the influence of attachment style on users' interaction with ChatGPT, bridging a significant gap in understanding human-AI interaction. Contrary to expectations, attachment styles did not have a significant impact on ChatGPT usage or reasons for engagement. Regardless of their attachment styles, hesitated to fully trust ChatGPT with critical information, emphasizing the need to address trust issues in AI systems. Additionally, this study uncovers complex patterns of attachment styles, demonstrating their influence on interaction patterns between users and ChatGPT. By focusing on the distinctive dynamics between users and ChatGPT, our aim is to uncover how attachment styles influence these interactions, guiding the development of AI chatbots for personalized user experiences. The introduction of the Perceived Partner Responsiveness Scale serves as a valuable tool to evaluate users' perceptions of ChatGPT's role, shedding light on the anthropomorphism of AI. This study contributes to the wider discussion on human-AI relationships, emphasizing the significance of incorporating emotional intelligence into AI systems for a user-centered future.

• Journal of the Korean earth science society
• /
• v.39 no.6
• /
• pp.600-616
• /
• 2018

The purpose of this study was to explore how primary school students develop their interest in science. A survey questionnaire was used to investigate students' interest, change of their interest, and engagement in science related activities three times a year. 201 students of two primary schools in Seoul Metropolitan City initially participated in this study. A follow-up case study was conducted with students who showed an increased interest in science. Finally, seven students were chosen in the case study. They were asked to keep a photo journal for 12 weeks, and were interviewed in every other week by one of the researchers. Among these seven participants, two (TK and QQ) were chosen for analyzing their data in this case study because they showed positive changes in developing science interest throughout the study. The results of two participants' survey, photo-journal and interview were analyzed qualitatively. First, TK, whose science interest developed from situational interest II to individual interest I, engaged in doing experiments at home, doing mathematics activities, raising pets or plants, observing phenomena, and visiting informal educational centers. He tended to participate in hands-on activities by himself in out-of-school settings. Second, QQ who developed from situational interest I to situational interest II, engaged in taking pictures as a representative activity at home and school. He tended to participate in activities with either his father or one of the researchers. Both students showed personal characteristics such as doing place-based activities, interaction with others and activity subjectivity. The goal of TK's interactions with others on the various places was to develop in cognitive domain. On the contrary, QQ's goal of interactions with others was to develop in emotional communication. This study reported the cases of characteristics of students who developed their interests in science including activities in- and out-of-school settings and their accompanying people.